Landing pages and conversions go hand-in-hand, or at least, they do if your landing pages have been fully optimized and meticulously refined to improve every last element.
Whatever your business and whatever your goals, the purpose of landing pages remains unchanged and will do until the end of time – to convert. Ideally, you want every page on your website optimized for conversions, but landing pages need extra focus.
Landing pages are essential to inbound marketing and online sales - they're how you get your prospects to opt-in or buy. Everything on a landing page - the images, the messaging, the colors - is designed to be compelling, to entice the prospect to give you their email or money.
The only component on a landing page that causes friction is the form. For prospects, the form is work. Ask for too much, and they might leave without downloading or buying. Ask for too little, and your sales team can't follow up effectively.
One of the best ways to study conversion rate optimization, or CRO, is to learn from the pros. Take a look at what today's most successful eCommerce websites are doing to boost their conversions.